The influence of social media marketing activities on brand equity / Akmal Aini Othman, Siti Aishah Mohd Nor and Normah Ismail

Othman, Akmal Aini and Mohd Nor, Siti Aishah and Ismail, Normah (2019) The influence of social media marketing activities on brand equity / Akmal Aini Othman, Siti Aishah Mohd Nor and Normah Ismail. In: The 6th International Accounting & Business Conference 2019. Secretariat of IABC 2019, 6th . UiTM Cawangan Johor, Segamat Johor, p. 58.

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Abstract

There are new ways which have been made available for companies and brands to market their products and services with the existence of social media. However, there is insufficient evidence on how the social media marketing
activities may influence brand equity, particularly brand awareness, especially in Malaysia. This study is carried out in order to investigate the influence of social media marketing activities on brand awareness. It has adapted
framework from previous research by classifying social media marketing activities as entertainment, customization, trendiness, and perceived risk. The questionnaires were distributed online through Facebook to 110 respondents
who follow Company A’s social media page. The results indicate that all four independent variables significantly influence brand awareness.

Metadata

Item Type: Book Section
Creators:
Creators
Email
Othman, Akmal Aini
-
Mohd Nor, Siti Aishah
-
Ismail, Normah
-
Contributors:
Contribution
Name
Email / ID Num.
Patron
Kassim, Mohd Azraai
UNSPECIFIED
Patron
Joyosumarto, Subarjo
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Branding (Marketing)
H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Series Name: Secretariat of IABC 2019
Volume: 6th
Page Range: p. 58
Item ID: 38312
Uncontrolled Keywords: Brand Equity; Brand Awareness; Social Media; Marketing Activities; Interaction; Trendiness; UiTM Cawangan Johor
URI: https://ir.uitm.edu.my/id/eprint/38312

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38312

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